It is often said that music is for all seasons and reasons. People connect to music through daily moods and moments – ranging from workout and travel to love and heartbreak. Drawing inspiration from this insight, Spotify, the Swedish audio streaming app, has launched its first ever ad campaign for India, called ‘There’s a playlist for that’. “With this campaign, we wanted to tap into the sentiment that music brings to different situations, and to establish a connection between local cultural nuances and the diversity of playlists we have,” says Amarjit Batra, MD - India, Spotify. He adds that the focus of the campaign is to connect people to music and playlists that are relatable, rather than just the brand.
The campaign includes a mix of outdoor ads which are hyperlocalised – not only city specific or area specific but even situation and local quirk specific. To illustrate his point, Batra gives the example of the creative that talks about how fitness enthusiasts living in Bandra often face a commitment dilemma as they try to remain fitness focused while jogging through one of the most popular food streets in the neighborhood - ‘When your Carter’s run takes a foodie turn’. There is also a creative for those who love shopping at Sarojini Market in Delhi and even a pun on a ‘long-distance relationship’ between a person staying in South Mumbai and the suburbs. Meanwhile, the digital ad-film speaks to a larger audience. It shows two boys sneaking out in their dad’s car with apt tracks such as Hanikarak Bapu and Laemberghini playing in the background.